Insights, Strategy & the Idea
Following decades of communication focusing on male icons and masculinity, GILLETTE wanted to transform its image to better reflect today’s male standards, which have considerably evolved during the past years and are now more complex and diversified than ever.
The question then is how can we assure a smooth transition between “from spokesperson communication strategy” to “for real men” without denying the brand heritage.

We decided to focus mainly on consumers with whom the brand has lost its proximity and had not adapted to the new male codes. Moreover, we needed to convince the cynics who were in disbelief of any new GILLETTE product technological advances. The overall aim was to build a new relationship with the consumer based on standards which are more in line with today’s men.

Creative Execution
The strategy was to start off with a viral campaign- by activating a “new spokesperson” who is a very masculine icon: Jean Claude Van Damme. We “leaked” a viral video which was a fake “making of” with footage of what should have been the next GILLETTE PROGLIDE TV spot, in which JCVD freaks out.

A recruitment campaign was then launched on TV mentioning that Gillette is now looking for “real men” to feature in the next GILLETTE PROGLIDE ad.

Channels
29/11 au 6/12 viral video featuring JCVD is released.
6/12 au 24/12 online media campaign to boost the virality of the video.
13/12 au 30/12 15’’ TV copy for “real men” recruitment is released in partnership with TF1.
2/1/11 end of ‘’Real Men’’ recruitment campaign and revelation of the new GILLETTE PROGLIDE copy.
March/April 2011 “Real Men” copies featuring men cast during the December campaign released only.

Results and Effectiveness
A unique web to TV/TV to web mechanism helped to develop a holistic and integrated campaign.